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Channel affinity insights along the patient journey

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Key topics:
• How to determine the ideal patient-channel mix taking into account different patient profiles:
o Across Health patient navigator
o Virtual patient focus groups
• How to develop a business case to justify a patient support program
• Patient case study

For the recorded webinar please visit: http://bit.ly/2kqueex

Published in: Healthcare
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Channel affinity insights along the patient journey

  1. 1. Channel affinity insights along the patient journey © Across Health Webinar1
  2. 2. Ground rules Across Health2 1. The webinar will take around 40 minutes, followed by questions 2. You can submit questions at any time via the “Question” button • to return to the presentation, press the “close” box in the top right corner • you cannot ask “live” questions 3. Please give us your feedback! 1. Rate the seminar 2. Answer the short survey (in the “Attachments” section) 3. Please find the PDF version of this webinar attached within attachment section 4. The webinar will be recorded and made available immediately after this session on the BrightTalk platform
  3. 3. © Across Health Webinar3 What we will cover today • Patient centricity in pharma: the landscape • How to engage with patients using the ideal channel mix for each step of the patient journey ? - Patient digital ecosystem - Patient navigator - Virtual patient focus groups • How to develop a business case for a patient support program • Q&A
  4. 4. We spend around 95% of our budget on finding the next patient and then probably less than 5% after we found them” Gary Walker, Sr Director Customer Innovation Eli Lilly
  5. 5. 5
  6. 6. Empowered patients have a big impact on HCP prescribing behaviour vs the rep (Across Health Navigator, n= 1200 HCPs) 6
  7. 7. 74% 60% 57% 54% 42% 34% 33% 31% 25% 22% 21% 18% 14% 11% 8% 6% 6% 18% 29% 15% 27% 28% 43% 27% 24% 51% 41% 37% 37% 15% 29% 23% 26% 23% 4% 7% 18% 13% 19% 17% 28% 34% 20% 25% 37% 38% 43% 46% 51% 50% 53% 5% 4% 10% 6% 10% 6% 12% 11% 5% 12% 5% 7% 28% 15% 18% 18% 19% Pharma-owned website* Email marketing Direct marketing Web Banners SEO Mobile marketing SEA Outbound call centre Integrated cross-channel campaigns Patient adherence tools Social media marketing Social media monitoring e-sampling Marketing automation software e- or PHR** ad & promo services Quantified self / self-tracking devices Remote patient monitoring Standard practice Pilot planned or ongoing Never Do not know / not applicable Despite this, adoption of (advanced) patient tactics is still low in pharma… (Across Health Multichannel maturometer 2016) © Across Health7 N = 223 EU scope *Company, product, or disease website. **electronic or personal health record.
  8. 8. yes 39% no 49% Don't know 12% Central patient engagement teams are starting to emerge, but their effectiveness is seen as low © Across Health8 Do you have a central Patient Engagement team? 32% 36% 33% Yes, and it is highly effective Yes, but the impact is low Yes, just being created N = 275 Global scope
  9. 9. The shift from product- to customer-centricity is the most important topic for most companies in the next 2 years © Across Health9 12% 12% 20% 20% 25% 27% 36% 37% 43% 56% 25% 36% 38% 40% 32% 31% 37% 40% 44% 26% 39% 37% 32% 30% 25% 26% 23% 17% 10% 13% 16% 12% 9% 7% 12% 11% 3% 4% 3% 4% 9% 3% 3% 5% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Healthcare disruption Maximizing the opportunities of mhealth Developing a strong integrated emedical offering Getting a robust view of the omnichannel ecosystem Big data analytics Moving from HCP-centricity to patient-centricity Upskilling the organization Transforming the fieldforce to multichannel reps Defining & optimizing the customer journey across multiple touchpoints Moving from product-centricity to customer-centricity 5 4 3 2 1 How do you see the following topics evolve and expand beyond their current state in pharma? Please indicate the importance of these topics in the next 2 years (1 =low importance, 5= high importance)
  10. 10. Patient centricity is built up around 3 pillars Across Health10 9/20/12 Get deep insights in important touchpoints throughout patients’ lives (MOTs) Interact with your patients during all patient journey touchpoints through the channels they prefer Offer tools and services that add value to your patients Patient Journey Patient Value Patient Experience
  11. 11. 11 How did your become aware of your disease What triggered you to go see a doctor? What influences you most to continue taking a treatment? “What triggered you to change or reconsider a treatment option?” What triggers you to use a product for the first time? How did you learn about different treatment options ?
  12. 12. In chronological order Digital ecosystem WHERE can patients be found online, which social platforms and apps do they use? How can you engage through these channels? Virtual focus groups WHAT are important touchpoints in the life of patients and what content and services should be offered through patients’ preferred channels to create patient value? Patient Navigator WHICH channels have the highest impact and reach on the health decision making of patients? What’s the business case for a patient support program? 3 tools for collecting valuable patient insights on all 3 dimensions 1 2 3 Desk research Quantitative research Qualitative research
  13. 13. DIGITAL ECOSYSTEM Step 1
  14. 14. For my TA, I have a good understanding of which websites, apps and social platforms patients engage with A. Completely disagree B. Somewhat disagree C. Somewhat agree D. Completely agree © Across Health Webinar14
  15. 15. 1. Digital Ecosystem Analysis 15 Purpose of this analysis is to scan the digital landscape in order to understand WHERE patients can be found and how your company can change their digital footprint to engage with them We scan 3 domains : 1. Online Which websites are your patients engaging with along the patient journey and how can you tap into this? We make a subanalysis for the “awareness” – “diagnosis” and “treatment” phase 2. Mobile Which apps are patients interacting with and which opportunities does this represent for your company? 3. Social Which social media platforms are popular amongst patients and how can this be leveraged?
  16. 16. Which websites are grabbing the attention when patients go online?
  17. 17. If a website cannot be found in TOP 10 search results, it is very unlikely that it will be clicked on Across Health17 86% of the clicks are generated on the first page Source: Caphyon 2014 • Search engines play a pivotal role in the digital ecosystem as it is the patient channel with the highest reach • Close to 80% of all online patient browsing starts in Google Google heatmap showing click behavior
  18. 18. A key metric in our analysis is the “share of attention” If you know which sites are grabbing the attention of your audience, you can influence your own digital footprint 18 Share-of-Attention (of a website) = the probability that patients will end up on a specific website based on a weighted set of disease-related keywords
  19. 19. Search interest for T2D / patient journey stage For Region 1, most T2D search occurs in the Awareness phase (55%) when potential patients/ caregivers are (re)searching symptoms Across Health19 Region 1 Region 2 For Region 2, focus of the search is more on the disease (diagnosis phase), capturing 63% of the total search volume 213.790 T2D related searches/ month 35.710 T2D related searches/ month Treatment (medication) Diagnosis (disease) Awareness (symptoms) Treatment (medication) Diagnosis (disease) Awareness (symptoms) We focus our analysis around 3 key steps in the patient journey
  20. 20. Share-of-Attention of websites for T2D based on keywords that patients use during the ‘diagnose’ phase of the patient journey 9/02/2017 Across Health 20 Institutional Pharma owned Other Commercial HCP / Hospital Patient assoc Colour codes are used to distinguish between different type s of websites
  21. 21. Next to mapping the digital landscape , an analysis is done on 4 domains Across Health21 Content What is the probability that patients will end up on a specific website based on the search behavior they display Discoverability To what extent can a 3rd party site, app or social platform be leveraged/influenced for engaging with patients? Usability What is being said about the disease on 3rd party sites and to what extent is this content aligned with your brand objectives Content Which services are being offered to patients on most relevant 3rd party sites and how can you tap into this Services
  22. 22. PATIENT NAVIGATOR Step 2
  23. 23. We have a robust process in our company for optimising the channel mix of our patient-centered initatives A. Completely disagree B. Somewhat disagree C. Somewhat agree D. Completely agree © Across Health Webinar23
  24. 24. In chronological order Digital ecosystem WHERE can patients be found online, which social platforms and apps do they use? How can you engage through these channels? Virtual focus groups WHAT are important touchpoints in the life of patients and what content and services should be offered through patients’ preferred channels to create patient value? Patient Navigator WHICH channels have the highest impact and reach on the health decision making of patients? What’s the business case for a patient support program? 3 tools for collecting valuable patient insights on all 3 dimensions 1 2 3 Desk research Quantitative research Qualitative research
  25. 25. Patient Navigator Objectives Our Patient Navigator assesses the impact and reach of 40+ on- and offline patient channels on patient health decision making and compares this to the golden reference channel, being the GP visit Research is done for a specific disease and geography The Patient navigator zooms in on the following business questions: • Which channels to prioritize per patient segment in terms of budgets and resources? • Why should we invest (or not) in currently underleveraged channels? • What are the preferred sources of information? • How patient-centric is my company vs key competitors • What about adherence? • Does a business case exist for a patient support programme • How does that all differ by country ?
  26. 26. Patient Navigator Offering26 Patient navigator key questions In order to assess Reach and Impact, we ask each Patient two key questions: “to what extent do these channels influence your decision making?” “which channels have you encountered in the past 3 months?”
  27. 27. Patient Navigator Offering27 40 different patient channels are reviewed on-and offline / owned – paid - earned pharma call print ad GP DM radio ad specialist fax TV ad pharmacist newsletter billboard nurse/coach pharma sms pharmacy ad family/friends sample patient brochure caregiver pat adherence pat assoc print content TV content eNewsletter search engine ad search engine website banner ad online pharmacy smartph app social media ad website health facebook eNewsletter health twitter online patients youtube wikipedia eLearning disease website pat assoc Earned OfflineOnline Owned Paid40 Channels Covered
  28. 28. Patient Navigator Manual28 A key output element is the “Channel performance map” • Channel Performance Maps display Reach and Impact for each channel • The GP channel is highlighted for comparison GP Impact Reach
  29. 29. Patient Navigator Manual29 Multi-Channel Equivalence Maps Impact is rescaled to allow direct comparison with the GP or with Website Patient Association (Multichannel equivalents; MCQ) pharma call DM fax newsletter pharma sms samplebrochure pat adherence eNewsletter website smartph app facebook twitter youtube eLearning disease print ad radio ad TV ad billboard pharmacy ad search enginead banner ad social media ad GP specialist pharmacist nurse/coach family/friends patient caregiverpat assoc print content TV content search engine onlinepharmacy website health eNewsletter health onlinepatients wikipedia website pat assoc 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% - 0,20 0,40 0,60 0,80 1,00 1,20 Reach% MCQ Doc Full Doc Equivalence Map - Belgium owned - offline owned - online paid - offline paid - online earned - offline earned - online GP MC equivalence map – TA and geography not disclosed
  30. 30. The Digital divide – opportunity of digital patient initatives for pharma No Interaction 8,6% 4,6% elgium 34,4% 13,2% 36,4% 13,2% 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0% Digital Divide - Belgium Product Disease The digital communication patients GET from pharma today The digital communication patients EXPECT from pharma today (n = 500 chronic disease patients)
  31. 31. NOT ALL PATIENTS HAVE SIMILAR NEEDS
  32. 32. A validated patient segmentation model is used in the navigator 32 • The model is developed by Prof. Bloem and Stalpers and is validated for multiple chronic diseases • Patients are segmented based on their level of acceptance and control over their disease • It uses a 6 question barrier assessment leading to 4 patient segments with different needs and expectations regarding the management of their disease
  33. 33. 4 patient segments, each with different needs and expectations control “Engaged” Confirmation seekers ~25% “Emotionals” Structure seekers ~20% “Unintentionals” Motivation seekers “Disconnected” Perspective seekers ~50% ~5% Acceptance
  34. 34. Patient Navigator Offering34 We apply the segmentation model to look for differences in channel behavior between segments All values shown are illustrative only A subanalysis is also performed on 2 other dimensions: - ‘time since diagnosis’ -‘age category’
  35. 35. 35 Patient centricity assessment (competitor benchmark) • Patients are asked to report the medication they are taking for the management of their disease • For the respective manufacturer of this medication, patients are asked to score the level of support they get as well as the level of digital activities provided • A patient centricity score is provided for each key manufacturer
  36. 36. PATIENT NAVIGATOR DEVELOPING THE BUSINESS CASE
  37. 37. How would you justify the need for a patient support programme to senior management? A. Calculate the ROI (i.e upside in sales vs investment) B. Demonstrate patient value it would create (improvement of knowledge levels, recommendation to other patients, satisfaction levels…) C. Demonstrate possible improvement in adherence levels (disease outcome) D. Compare improvement in adherence and patient value vs investment to stay budget neutral © Across Health Webinar37
  38. 38. IS IT WORTHWHILE MAKING THE INVESTMENT ? 38 HOW MUCH CAN I REALISTICALLY INVEST TO MAKE IT ECONOMICALLY SUSTAINABLE? DOES IT CREATE PATIENT VALUE AND AFFECT PATIENT OUTCOME?
  39. 39. 39
  40. 40. Not all patients will benefit from a patient support programme control “Engaged” Confirmation seekers ~25% “Emotionals” Structure seekers ~20% “Unintentionals” Motivation seekers “Disconnected” Perspective seekers ~50% ~5% Acceptance Research indicates that half of the disconnected patients are true ‘lost causes’ Most engaged patients are already compliant, so you might overinvest Might benefit most from ‘personal’ channels Might only be interested in medication routine tools
  41. 41. 41 The patient navigator will assess adherence levels and probe about the interest in a patient support program for a specific chronic disease and geography Subscribed 6% Interested 28% Not interested 66% Compliance Programs - Belgium Compliant - Subscribed 5% Compliant- Interested 20% Compliant- Not interested 38% Non- compliant - Subscribed 1% Non- compliant - Interested 8% Non- compliant - Not interested 28% Compliance Programs - Belgium Country and TA not disclosed 29% of patients is interested in a patient programme, but in only 9% of cases disease outcome could be affected 9%
  42. 42. Patient Navigator Manual42 By zooming in on the compliance levels of individual patient segments it becomes clear where the investment focus of the programme should be Patient Segments - Belgium % # Non-coping 18,5% 28 Demanding 27,2% 41 Dependent 39,1% 59 Denying 15,2% 23 100,0% 151 28 41 59 23 Compliance Programs - Belgium Non-coping Demanding Dependent Denying Compliant 68% 78% 63% 30% Non-compliant 32% 22% 37% 70% Compliant - Subscribed 7% 2% 5% 4% Compliant - Interested 36% 17% 17% 13% Compliant - Not interested 25% 59% 41% 13% Non-compliant - Subscribed 0% 0% 0% 9% Non-compliant - Interested 7% 2% 14% 4% Non-compliant - Not interested 25% 20% 24% 57% 100,0% 100,0% 100,0% 100,0% 28 41 59 23 Non-coping Demanding Dependent Denying Adherence Tools - Belgium Non-coping Demanding Dependent Denying Email disease info and practical tips 5,8 4,9 4,3 3,8 Email reminder 4,2 3,0 2,5 3,3 SMS reminder 2,6 1,8 1,9 2,8 SMS practical tips 3,5 1,8 2,6 2,9 Disease brochures 6,8 5,0 4,8 4,8 Online or phone support by an Arthritis nurse 3,9 2,8 2,8 3,3 Mobile app disease and medication 4,1 2,4 2,4 3,1 Online Arthritis Community 4,6 3,0 2,8 3,2 Website with practical tools for Arthritis 6,1 5,2 4,8 4,6 Reward prograArthritis for optimally managing Arthritis 4,9 3,1 2,7 3,1 Devices/wearables that help managing Arthritis 6,1 4,0 3,9 3,4 Usefulness rating on a 0-10 scale; heat map: red = hot = high Very high level of non-compliance ! Key Focus for compliance programme Investment wise nurse diseas ediseas e disease
  43. 43. Example of how insights from the patient navigator are brought into practice 43 © Across Health Webinar
  44. 44. In chronological order Digital ecosystem WHERE can patients be found online, which social platforms and apps do they use? How can you engage through these channels? Virtual focus groups WHAT are important touchpoints in the life of patients and what content and services should be offered through patients’ preferred channels to create patient value? Patient Navigator WHICH channels have the highest impact and reach on the health decision making of patients? What’s the business case for a patient support program? 3 tools for collecting valuable patient insights on all 3 dimensions 1 2 3 Desk research Quantitative research Qualitative research
  45. 45. VIRTUAL PATIENT FOCUS GROUPS Step 3
  46. 46. 3. Virtual patient focus groups 46 Proven methodology …applied over 10x in 2014- 15 Some key findings from our HCP Navigator research will be validated & enriched with the target group Outputs can be collected for Us in 3-4 weeks’ time The patient navigator offers a quantitative impression of WHICH channels are impactful for patients Virtual patient focus groups will offer a qualitative impression of HOW these channels can be used along the PATIENT JOURNEY and which content, services, tools ADD VALUE to patients... We will also assess what the COMPETITION is doing
  47. 47. Concept & approach 47 Client areaCustomer area Whiteboard area • Interactive chat session with 8-10 patients • Whiteboard for visual cues • Moderated by Across Health • Proven methodology • no travel • Client listens in real-time and is also connected with moderator • Participants can type simultaneously, increasing the amount of feedback • Open & honest feedback as there is no peer pressure (anonymous participation) • All feedback is verbatim, no bias Concept Benefits
  48. 48. Overall structure of virtual focus groups 48 2. “A day in the life of ...” 3. Customer journey/ MOTs 4. Online competitor landscape 1. Challenges: (where) can pharma help? 5. Key service & information needs Validate channel assumptions Explore key content areas Validate channel assumptions Explore key content areas Check channel use by competitors ObjectiveTopic
  49. 49. Multichannel patient journey (example)  Info about symptoms  Educational video Fullfilment/ Adherence Evaluation/ Diagnosis Awareness/ Presentation Go see a doctor Receive correct diagnose Get correct treatment Stay on treatment STAGES ACTIONS TOUCHPOINTS/MOTs (moments of thruth) NEEDS OPPORTUNITIES for PHARMA EXPERIENCE*  Disease information  Caregiver information  Support networks  Info on treatment options  Patient testimonials  Goal setting exercises  Patient support network  Disease awareness website  Symptom checker tool  Search engine marketing  Disease Severity calculator  Treatment decision tree  Specialist finder tool  Talk to doctor checklist  Medication reminder  Remote nurse support Touchpoint Satisfaction Importance Satisfaction Importance Satisfaction Importance Satisfaction Importance Treatment/ Brand choice MOT *Patient Satisfaction with industry support in this phase vs importance of phase for patient Hot Spot Over invested Review Health site Search in Google Check online disease images Call a GP GP consultation Search in Google Consult patient forum Youtube disease video Switch Review health site GP prescription Patient testimonials Pharma website Patient support group Specialist prescription GP referral Pharmacist advice Nurse coach Mobile monitoring app Patient support programme Online paitent experiences Drop out
  50. 50. © Across Health Webinar50
  51. 51. Questions & feedback 1. You can submit questions via the “Question” button 2. Please give us your feedback! 1. Rate the seminar 2. Answer the short survey (in the “Attachments” section) 3. Please find the PDF version of this webinar attached within attachment section 3.The webinar will be recorded and made available immediately after this session on the BrightTalk platform 51 Across Health
  52. 52. Cel for Pharma Multichannel Patient Engagement course © Across Health Webinar52 Date : October 18-19, Brussels (B) www.celforpharma.com

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